Jawbone UP Fitness Tracker

JawboneUP Fitness Tracker

JawboneUP Fitness Tracker


Inthe evaluation of the efficiency of this media plan, Jawbone lookedat the printing cost used for the scheme. The target audience wasassessed with special reference to the possibility of makingimprovements. The channel used in shipping was evaluated to determineits effectiveness in getting the brand to the customers. Finally, theaverage cost of the entire plan was evaluated.

JawboneUP Fitness Tracker Final Media Plan

  1. Situation Analysis

JawboneUP Fitness Tracker was launched in November 2011 by Jawbone as thesyndicate’s first non-audio product. In 2013 to 2014, Jawbonelaunched an update version of UP, the UP24, the UPmove and finallythe UP. No new updates were made on UP last year. Jawbone was ratedamong the first five in fitness trackers in 2015.

  1. Marketing Mix


Customersare attracted to a particular commodity based on its ability to meettheir needs. The fitness tracker should be customized to meet theindividual needs of the customers.


Pricecharged for the commodity must be affordable enough to all consumers.Through the same, it would be possible to get many customers vouchfor the product. For example, the company charges approximately $44for the fitness tracker. Clients can acquire the products because ofthe prices offered.


Jawbonemust ensure that the product is easily available. The distributionchannel must be elaborate enough for easy access of the product.Commodities are sold both at the company headquarters located in SanFransisco, in California. However, some of the products are soldthrough online stores such as Amazon.


Jawbonehas the mandate of ensuring that the branding is efficient enough toattract customers. The company conducts exhibitions to make thepublic learn about availability of the product.

  1. Competitive Analysis

Thefitness wearable market competitors for Jawbone include Nike andFitbit 2016. Jawbone’s UP has promoted its brand endowing it withthe competitive advantage.

  1. Problems and opportunities

Opportunitiesinclude the increase in data analytics stock. Further, there is thebenefit of an increase in market for commodities as attested by theneed for many people to be fit. Challenges could include the increasein competition from other firms.

  1. Target Audience

Jawbone’sUP consumers lead an active, healthy adventurous lifestyle. They areadults aged 35-50. They comprise women and individuals who work outcasually and the fitness fanatics. Athletes compose the larger targetgroup, both young and adults.

  1. Media Objectives

Engageconsumers in ways that create a platform for interaction with thebrand. Promoting customer loyalty is a goal that should be attainedby the organization.

  1. Media Strategies

Regularadvertising of upcoming products and constant monitoring of theconsumer’s perception is a fundamental strategy.

  1. Media Schedule

Macro-schedulingis the primary plan. It is based on the consumer patterns and thebusiness cycle. The recommended media vehicles include television,internet, magazines and banners.










  1. Budget

Estimatedmedia budget figure would be calculated based on past media spent for.

  1. Controls

Inensuring the efficiency of this media plan, the assessment doneincludes testing of brand identity before advertisements. Concepttesting to ensure the correct information is given and the creativityused is sufficient also to ensure the company’s slogan and brandpositioning is appropriately done.


Basedon our target audience, we have created a workable media plan toensure continued engagement with our consumers, and it will help theorganisation in staying I track on the objectives set. Also itassists in maintaining the market and reinforcing production.


Boundless.(2016).&nbspBoundlessMarketing.Creatinga Media Plan.Retrieved fromhttps://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/advertising-and-public-relations-13/the-advertising-campaign-88/creating-a-media-plan-441-7612/

Ridley,S., Steigelfest, D., Briggs, B., Clabaugh, J., &amp O`brien, J.(2013).U.S.Patent No. 8,447,659.Washington, DC: U.S. Patent and Trademark Office.

Roush,A. W., Kalis, R. M., Stevens, W. R., &amp Marshall, B. A.(2014).&nbspU.S.Patent No. D715,668.Washington, DC: U.S. Patent and Trademark Office.

JawboneUP Fitness Tracker

JawboneUP Fitness Tracker


Thissection contains a flow chart that has the specific schedules by themedia/daypart or month for one year. Given that the budget for themedia $5,000,000 the next step is a decision on the areas to spendthe money. Some of the areas where the advertising money shall beallocated include print media, radio, television, and internet.





(1st month to end of 6th month)

January- June


2 minutes infomercials for 9 months



4 months



3 months



Pop-up ads for 1 year

January- December

Havingthis mix will be the best and will ensure that the message of thebusiness reaches an optimum number of people as possible.


Giventhat most individuals especially the customers of the fitness trackerare increasingly using the internet as media, it will be appliedthroughout the year. Additionally, the use of Internet is on theincrease by most of the individuals who are seen to be young and forma larger part of the consumers for the product. This will prompt theuse of the internet throughout the year. The main media sources, thatis, television, print media, and internet will be used to set thecenter stage for the advertisement of the fitness tracker. Televisionwill be used more relatively compared to radio as the televisionadvertisement will also include some 3-minutes demo. The televisionadvertisement will explain how the tracker is used and its benefitswill be tied. Radio will be used especially in the last three monthsof the advertisement to help reach the crowd or interested partiesthat have not been reached by the other forms of media. Notably, atany given time, the media used are integrated together to help getenough individuals on board. At any given point the conventionalforms of media will be integrated together with the new forms ofmedia.

Part2: Budget

Inthe budget, the media will use a maximum of $5,000,000.



Percentage (%)



20 %



35. 29 %



25.9 %



2.8 %



16 %

Fromthe budget, the use of the internet was throughout the year. This isa preferred mode of communication and one for reaching many people atvery low cost. Despite being used throughout the year, Internet coststands lower than some media that are only used for six months likethe newspaper. The various forms of internet advertisement that willbe applied include the pop-ups, email addresses and use of referrallinks(Diao &amp Sundar, 2004).Television, on the other hand, enjoys wide viewership of individuals,and it will be preferred media among the conventional forms of media.Additionally, through television, the viewership can help thecustomers see the right product rather than just hearing about it onradio. Magazines will be used to supplement the readers of newspaperamong the customers of print media. Given that magazine issues areonce every month, the amount that will be spent on the magazines willnot be as much. Additionally, it is expected that one of the magazineissues, the fitness tracker will get the front coverage. This will bea booster to the advertisement of the product. Combining thedifferent forms of media is a way of ensuring that the products isfully sold and reaches the customers. Radio, for instance, will beused to reach different individuals who cannot be reached bytelevision.


Diao,F., &amp Sundar, S. S. (2004). Orienting response and memory for webadvertisements: Exploring effects of pop-up window andanimation.Communicationresearch,&nbsp31(5),537-567.